An interview with hotelier Abigail Tan
Abigail Tan is not your typical hotel leader. One day she’s boxing at dawn, the next she’s flying a helicopter, racing on a motorbike, strumming her guitar or throwing herself into a Tough Mudder. And when she’s not on the move, she’s discovering something new to eat. That energy runs through everything she does. She believes hotels should be lived with passion, not managed by routine – and that spirit defines the culture at St Giles
What’s your all-time favourite hotel and why does it stay with you?
Can I pick two? I have such fond memories of Rambagh Palace in Jaipur and Amanpulo in the Philippines. They both have this rare balance—pure luxury yet deeply personal. You feel like you are part of something special, not just a guest passing through. It’s the small, thoughtful touches in the guest journey that make all the difference. Those quiet moments of care are what stay with you long after you leave.
Your go-to London restaurant right now. What are you ordering?
Sael for amazing British brasserie food by Jason Atherton – their marmite tart is a must.
What’s in your fridge at this exact moment?
Lots of different fruits and vegetables..
Morning routine on a work day. Be honest.
Morning cuddles with Lucas and Elmo. A 5-minute mat stretch if time allows. Shower and get ready for work.
One book or podcast that’s shaped how you lead
I wouldn’t say they have shaped how I lead but they have certainly given me many tools and thoughts to use. Not to sound cliché but Good to Great – Jim Collins and The 5 Dysfunctions of a Team – Patrick Lencioni, and The Culture Map – Erin Meyer
What sets St Giles Hotels apart in a crowded market?
For me, it’s our culture. From the moment I joined, I wanted to nurture a team that truly feels like family because when our people are happy and supported, our guests feel it too. That warmth and authenticity can’t be faked. And of course, there’s Hotels with Heart, our charitable foundation. Every stay at St Giles helps us give back whether that’s supporting the homeless, providing education, or uplifting our communities. We are a business with purpose at its core.
Not many people know St Giles. In one sentence, how do you explain the brand at a dinner party?
I would say: St Giles isn’t just about hotels – it’s about having a place to call home for a night or two, knowing that you are contributing to those who need it most while you sleep, all the while receiving great service and well-appointed rooms in unbeatable locations.
Who is your core audience today and who do you want to win tomorrow?
Our guests consistently appreciate a prime location, where accessibility is assured and genuine value is provided without compromise. Beyond convenience, they seek an experience where they feel truly cared for. Many of our managers have been dedicated members of our team for decades—some for over 40 years—and this enduring sense of community fosters a unique and welcoming environment. Guests perceive this difference from the moment they arrive.
Looking ahead, our objective is to continue earning the loyalty of travellers who are driven by purpose and wish to make a meaningful impact through their choice of accommodation.
The first three changes you made when you took the reins
The first was culture — giving people autonomy and space to be creative is how I naturally lead. The second was building an executive board that reflects further diversity and a shift away from the norm — today, 70% of it is women. And third, we focused on elevating the guest experience and the brand, making every stay as personal and memorable as possible, and refining the brand to one that is capable of playing on a global level.
A decision you’re proud of that made a real difference to guests or your team
Starting Hotels with Heart is something I’m deeply proud of. It began as a way to bring purpose to what we do every day, connecting our business to something bigger than ourselves. It’s changed lives, including our own team’s. Knowing that every room night contributes to real social impact gives our work a meaning that goes far beyond hospitality.
Hotels with a Heart in practice. Tell me about one project that proves the point
One project that truly exemplifies Hotels with Heart is our work with housing rough sleepers. It began during COVID. Overnight, our 720-room St Giles London was empty, and I remember thinking, “We have staff who need work and people outside with nowhere to go.” So, I called Westminster and Camden councils and said, we have rooms, you have people let’s work together. Within days, our hotel was housing rough sleepers. That experience was the spark for Hotels with Heart.
Not only do we offer shelter, but we also provide meals, support services, and a welcoming environment to help guests regain stability. This project has created genuine change—many participants have transitioned into permanent housing or employment, and our team members have been deeply moved by the chance to make a real difference in people’s lives.
Since then, it’s grown into something far greater. We still open our doors in the colder months, but the Hotels with Heart Academy has become the heartbeat of the initiative. In partnership with Saira Hospitality, we train people from difficult backgrounds in every aspect of hotel life from housekeeping to HR, from engineering to the front desk. After four weeks, we help them find jobs, either with us or with other Hotel partners.
What moves me most is seeing someone rediscover their confidence that moment they realize, “I can do this, I belong here.” That’s when you know hospitality really can change lives.
A failure or near-miss that taught you something useful
Learning to set clear boundaries and trust my instincts has taken time and is still a work in progress. I can tend to be naïve, trusting easily from the get-go when I should not always, and experience has taught me such. Failure in that aspect has taught me how to think, how to grow up, how to seek help and opinions, and how to trust myself, and although my default is still to trust, I have a better radar now.
Travel habits. Carry-on essentials you never leave home without
Medicine pouch – it is always in my carry-on. Universal travel adapter and cable adapters! And most recently, my Nurosym device!*
When you switch off, where do you go to reset?
I have a toddler, so I haven’t recently had the chance to reset. But if I could go anywhere to do that, it would be to the beach.
What’s next for you and for St Giles in the next 12 months?
Over the next year, my primary focus will be on deepening our social impact and expanding the Hotels with Heart initiative to reach more communities. We’re looking to build new partnerships, refine our training academy, and create additional pathways for individuals from challenging backgrounds to enter the hospitality sector. For St Giles, we aim to enhance guest experiences through thoughtful innovation, while staying true to our values of inclusivity and compassion. The journey ahead is both exciting and meaningful, and I’m eager to see how much more we can achieve.
https://www.stgileshotels.com/
*Nurosym is a beautifully designed wearable device using advanced neuromodulation technology to support and restore balance in the nervous system. Backed by world-leading research and validated through randomised, placebo-controlled studies, it delivers patented electrical signals through the vagus nerve to stimulate therapeutic responses in the brain. The result: measurable improvements in wellbeing and nervous system regulation.
Recognised as the most studied CE-marked non-invasive vagal neuromodulation system in the world, Nurosym brings cutting-edge science into everyday life.